Today the consumer is very powerful and very informed, they will overlook or ignore communications that are not relevant and do not add value to their lives, whether through traditional forms such as 30-second ads, or through snippets social or feature films, brands that want to be invited into the conversation with the consumer will have to say something that deserves their audience’s time and attention.
As content creators, we must:
FIND THE WHY
In the words of cultural anthropologist Simon Sinek, the best brands focus not on what they do or how they do it, but on why they do it. Find your why and you will have found your story. We must transcend the category by focusing on its role in people’s lives. Compelling brand stories speak to values, what your brand stands for and why it exists. https://youtu.be/qp0HIF3SfI4
PERSPECTIVES INSPIRE IDEAS
We must know the consumer as well as we know ourselves. Data-driven insights and intelligence fuel creativity, ensuring ideas are not just great, but connected to business challenges and relevant to consumers.
PUBLISH WITH STRATEGY
It doesn’t matter how good the content is if no one sees it. It sounds obvious, but when pressed, most brands will admit to creating content without implementing a clear distribution strategy. It’s not just about what you say, but who you say it to, where and when. We need to understand how to use owned, paid and earned channels to spread the message. It’s not about content versus distribution; it’s about doing both things right.
BE AUTHENTIC
We must live the story we tell. A brand narrative should fulfill the same role as the product it promotes. Your brand has a personality and a point of view that goes beyond bragging about how good it is or can be, the audience knows when a false note is being hit. We must be transparent and true to history.
BE REALLY SOCIAL
Putting a story on the market is not the end, it is the beginning. Consumers want a role in that story. They want to be advocates for the brands and products they choose. Branded content can deliver on the promise of two-way conversation and deeper relationship that can turn customers into loyalists and evangelists. We must ensure that content can be discovered, shared and shaped.
The narration must be a responsible branding + marketing. Personalized content is proven to be 90% more effective than traditional TV advertising in increasing awareness and 168% more effective in driving purchase preference.
While there is no single path to success, putting the story at the center of the narrative is the best chance for a happy ending.